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Social Media
A Research-Based Strategic Plan
Timothy Blotz
7/19/2011
timothyblotz@gmail.com
TimothyBlotz
Timothy Blotz
Timothy Blotz
Table of Contents
Abstract Introduction
Hypotheses
14
14
16
19
24
25
31
33
Discussion
37
Bibliography
41
Appendices
44
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Introduction
The brave new world of social media presents a significant challenge and yet opportunities
for businesses and more specifically news media such as Fox 9 Television. As little as six years ago,
social media as we know it simply didnt exist. The social networking site Facebook was nothing
more than virtual couch on a college campus, and the micro-blogging site Twitter was still just some
scratch notes on creator Jack Dorseys legal pad. Today, Facebook has more than 750 million worldwide users and Twitter subscribers tweet roughly 1794 messages each second. (Facebook, 2011)
(Twitter, 2011) With so many existing consumers, viewers, and stakeholders using social media, it
would seem logical, if not foolhardy for businesses and news organizations not to have a footprint in
the very same platforms.
Social media creates an interesting paradox, especially for news organizations such as Fox 9.
Since the inception of the commercial news business, publishers and now broadcasters have largely
been in the audience delivery business. They deliver the widest and best possible audience to
advertisers to sell their products and services. But now it is social media pooling large audiences
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Literature Review
Mass media research dating back to the 1950s hypothesized that mass communication is
essentially functional. (Wright, 1959) People bend the media to their own needs in that media are
as much about the need for diversions and entertainment as they are for information and influence.
(Wright) This laid the groundwork for a uses and gratifications theory (U&G). In its simplified form
U&G holds that people choose certain media to meet their psychological needs (Katz, Blumerler, &
Gurevtich, 1974). The principal elements of the theory hold that uses and gratifications include
ones psychological and social environment, their motivations to communicate along with their
communication behaviors and the expected outcomes or results. (Rubin, 2009) Along this line of
reasoning, Katz outlined the principal objectives in U&G research:
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Needs:
1.
2.
3.
4.
5.
Figure 1
1500 individuals on their use of radio, television, newspapers, books, and film to distinguish the
gratifications and social contexts of each medium. (Katz,
Gurevitch, & Haas, 1973) The researchers compiled a
comprehensive list of social and psychological needs that
Inner Self
Pleasure
Self Confidence
& Stability
Figure 2
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Figure 3
More Use Social Networking Sites for News than Twitter
Use/Have
Profile
Get News
Regularly
Sometimes
Hardly ever
Got News Yest.
Follow News
Orgs./Journalists
General Public
Social
Twitter
Networking
Sites
%
%
45
9
Among
Social
Twitter
Networking
Users
Sites
%
%
42%
7
12
10
2
1
3
16
26
22
17
15
27
9
7
2
2
19
16
18
24
such as the Internet and mobile technologies, news organizations feel the need to be in these new
spaces where consumers live. One of these spaces is social media. These emerging platforms
represent an evolving means of communication for both users and news organizations. Research by
Pew in late 2010 indicates the general public is rapidly adopting the use of social media. Nearly half
of the public (45%) has created a profile on a social networking site such as Facebook or Linkedin.
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56%
46%
38%
13%
4%
bottom. (Figure 4)
The reluctance to follow news organizations and journalists through social media perhaps
plays into Katzs theory of U&G. People are largely using social media to fulfill the integrative needs
of making connections with friends and familythe gratification is staying close to people and
maintaining relationships. (Raacke, 2008) Studies show that users of social media sites want to
keep their relationships personal. (Vorvoreanu, 2009) A recent qualitative analysis of Facebook
users discovered several key insights that corporations and news organizations have all overlooked
or simply ignored. Among the primary insight is that Facebook users, particularly young users, view
the site as a place to digitally hang out. (Vorvoreanu) Respondents said Facebook was a place to
interact with friends, not a place to shop or engage in customer service. Another key insight is that
Facebook is a place for self-presentationa virtual collage of their lives and who they are.
Sometimes that collage includes becoming a fan of an organization to give a sense of what they
like. But one of the final insights is that Facebook is personal. It is a fun digital space where
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take part in
feedback from others
advise participate cause
join in play a part decide
affect debate interfere appeal
comment speak out create change
arrange decide
book tape choose dive into
call watch order manage chat
Individual Dimension
record films take photos
inform feed in download
engage play surf press
Social Dimension
exchange interaction dialogue
integration human communication
conversation connectedness
feedback
electronic
multimedia
Technological
Dimension
network
The schemas indicate that from a social dimension there may be a role for news
organizations to help consumers participate in their interactions with one another. By giving them
the opportunity to share news stories with their friends, or participate in the dialogue of events that
are happening, news organizations can create opportunities for user engagement. Clearly this
opportunity for news organizations, including Fox 9, is wide open for people who already are social
networking users.
What makes Facebook so successful is what also makes an online news story more real and
credible to the readerthe ability to comment and participate in the story itself. (Meyer,
Marchionni, & Thorson) The best and brightest in the pillars of journalism know this. Michael
Skoler at the University of Missouri School of Journalism said as much recently when he openly
scolded fellow journalists. The old journalism, with its over-reliance on the same experts and
analysts, is out of touch with a culture of information sharing, connection and collective wisdom of
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These new
people
(Meyer, Marchionni, & Thorson, p. 116)
Meyers testing of four different story contructs on 140 people found that the concept of
participatory co-orientation struck a middle ground between giving readers what they need in a
story and what they want. Even though the studys participants were not able to set the media
agenda themselves, they rated the collaborative story as the model they liked best. (p. 116)
Additionally, the collaborative model scored higher in credibility than did opinionated stories and
blogs. (p. 111) Meyers results make it clear that the most important elements for source and
organizational credibility for journalists is expertise and collaboration.
The evidence appears in Pews latest
research. Kristen Purcell and her Pew colleagues
discovered a significant cross-over of news
consumption and social media use. (Pew, 2010a)
Their survey revealed more than half of Americans
already use social networking sites such as Facebook,
Figure 6
57%
51%
23%
Figure 7
% Internet users
25%
17%
11%
9%
3%
2010a)
It all begs a basic question as to whether these small audiences are worth pursuing. Part of
the answer lies in the fact that as mass audiences shrink, these remaining fragmented audiences
become more important. For example, 23 percent of social networking users who get news online
say they specifically get news from organizations or individual journalists they follow in social
networking space. But an even bigger implication for news organizations is these people are much
more likely to share the news they consume with others thereby building a potential base of new
brand followers. Furthermore, online news consumption is growing exponentially faster than on
any other platform. (Pew, 2010b) Where television news viewing has flattened, radio news and
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Figure 8
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Methodology
The research consisted of an online survey of Fox 9 viewers conducted from January 19
through March 11, 2011. The survey instrument consisted of 9 overall questions of which two were
stratified along a seven-point Likert scale. (See Appendix A) The survey was promoted during Fox 9s
newscasts including The Fox 9 Morning News, The Buzz, Fox at 5, Fox at 9 and Fox at 10.
Additionally, a link to the survey was promoted on Fox 9s Twitter and Facebook pages in addition to
the front page of www.myfox9.com. The survey collected 1116 respondents. Broken down, there
were 741 women (66%) and 375 men (34%). The majority of the sample, 840 (75%) fell within the
25-54 age range which is the target demographic for Fox 9 and its advertisers. It is important to note
that there is a selection bias in this sample. The respondents were not chosen at random, but are
instead viewers of Fox 9 who voluntarily responded to the survey. Nevertheless, since it is the
intention of this study to find out how Fox 9s viewers want to engage with stations social media
channels, the sample provides valuable insights into the desires of its news viewers.
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a.
b.
c.
d.
e.
f.
g.
h.
i.
a.
b.
c.
d.
e.
f.
g.
Facebook
MySpace
Twitter
Digg
Foursquare
Yahoo Buzz
Google Buzz
None of the Above
Other
To connect with already existing friends.
To connect with businesses or non-profit
organizations.
To share whats going on in my life.
To get news.
To find out what people are really talking
about.
To connect with news organizations.
To share news online.
a. News headlines.
b. Previews of what will appear on the next
Fox 9 newscast.
c. Personal insights from Fox 9 anchors and
reporters on whats happening.
d. Updated forecast from Ian Leonard and the
Fox 9 weather team.
e. Ability to contribute comments to Fox 9
News, the Fox 9 Morning News, or The Buzz.
f. To get to know Fox 9 anchors and reporters
more than what I watch on TV.
g. I think following Fox 9 on any social media
platform is a waste of time.
h. I would rather follow Fox 9 News on
myFox9.com.
a.
b.
c.
d.
e.
f.
Not at all
Unlikely
Neutral
Likely
Very Likely
Not Sure
a.
b.
c.
d.
iPhone
iPad
Android Device
Blackberry
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Results
The research revealed that the vast majority of the respondents are engaged in some form
of social media with Facebook (94%) as the dominant channel. (Full survey results see Appendix B)
Twitter was the second most used channel (18%) followed by a steep drop-off of other outlets
including MySpace (5%). What is revealing in the survey is the dominance of Facebook as a primary
social media gathering place, one that perhaps
Figure 9
Figure 10
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Figure 12
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Figure 13
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admits manpower plays a significant role. Theres a tendency not to embrace this technology
because were too busy, said Murphy. At Fox 9, its anchors will routinely read during a newscast
some of the viewer Facebook comments responding to news stories, but there is little interaction on
the Facebook page itself. Thats what people forget about social media, said Stone in Atlanta.
Thats why social is in the media. (Stone) The Fox Atlanta station tried to overcome the manpower
hurdle by empowering and training a substantial number of newsroom employees to post content to
Facebook and Twitter and most importantly, how to interact with the stations followers. Thats
where were getting all of our success is by interacting, thats crucial, said Stone.
Nora Paul of the Institute for New
that other people want to connect with. Our weakness is our people dont connect with the people
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Figure 14
WTXF-29 Philadelphia
WFXT-25 Boston
KDFW-4 Dallas
WTTG-5 Washington D.C.
KMSP-9 Minneapolis
WJBK-2 Detroit
WAGA-5 Atlanta
KRIV-26 Houston
are located in major media markets across the United States. (Figure
14) The purpose of the FTS research is create a baseline of social media
KSAZ-10 Phoenix
WHBQ-13 Memphis
practices within Fox 9s peer group so that this study can propose a
KTBC-7 Austin
social media strategy that will place Fox 9 among Foxs top performing stations.
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Yes
No
Not sure
1
2
3
4
More than four
None
Less than half of the staff
At least half of the staff
More than half of the
staff
All
Not sure
Web producers
Newscast producers
Assignment desk
Reporters
Anchors
Promotions
News Director/Asst. ND
Not sure
To promote or post
stories coming up on
the next newscast.
To invite viewer
comments on a story
or issue to be used in
a newscast.
To report breaking
news
To search for possible
people to interview in
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a story.
Never
Sometimes
Always
Dont know
Yes
No
Not sure
Results
The response from the senior web producers indicate that all of the FTS newsroom surveyed
are involved in at least some social media activities. Clearly there are FTS newsrooms which are
more aggressive than others. For example, seven of the eleven television stations indicated they
have more than four station-branded Facebook pages. (Figure 15) Three of the stations indicate
they have only two Facebook pages
Figure 15
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Figure 16
Figure 17
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Figure 18
Figure 19
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Figure 21
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Figure 22
Figure 23
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Figure 24
Opportunity
Goals
Objectives
Strategies
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Tactics
Measurement Success
Failure
Success
Failure
Contingency
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However, with what the Fox 9 viewer survey shows us, and with what we now know about coorientation and collaboration becoming an essential component of what users want and view as
credible in the online world (Meyer, Marchionni, & Thorson, 2010) (Anderson, Dardenne, &
Killenberg, 1994) (Skoler, 2009) this now becomes a key construct for journalists and their
organizations. Therefore, adding the utility of collaboration and shareability to the center of the
new typology gives us a credibility model for social media and websites based upon what truly
makes new media unique from old media. (Figure 28)
Figure 28
Blotz Typology
Using the new Blotz Typology, journalists and news organizations can evaluate the
perceived credibility of not only their websites, but postings on those websites and in social media.
For the purpose of illustration, let us apply the typology to Fox 9s webpage and the Facebook fan
page of Fox 9 Sports Anchor Dawn Mitchell. (Figure 29)
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The above evaluation, although subjective in nature, gives the journalist an instructive
heuristic to judge their online content as their users would do. By aligning their websites and
content against the typology they can assess whether their content is not only trustworthy and
credible, but collaborative and shareable.
Discussion
There is no question news consumers are increasingly migrating to the Internet to satisfy
their appetites for information. (Pew, 2011) (Pew) The latest studies by Pew indicate the Internet
has now surpassed newspapers as a primary source for news and it is close to challenging television
as the dominant source for news. (Pew) Social media plays a small role in this mix, but it is still
nevertheless a factor. The existing research reveals there is a small but relatively active and loyal
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Facebook
MySpace
Twitter
Digg
StumbleUpon
Yahoo Buzz
Google Buzz
None of the above
2. Please indicate how much you agree or disagree with the how you use social
media?
To connect with already existing friends
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
Neutral
Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
To get news
Strongly Disagree Somewhat Disagree
Agree
Disagree
3. If you were to Like Fox 9 News on Facebook or Follow Fox 9 News on Twitter,
explain whether youd agree or disagree with the kind of information would you
expect to get?
News headlines
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
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Disagree
Neutral
Agree
Disagree
Neutral
Agree
Updated forecasts from Ian Leonard and the Fox 9 weather team
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
Ability to contribute comments to Fox 9 News, the Fox 9 Morning News, or the
Buzz
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
To get to know Fox 9 anchors and reporters more than what I watch on TV
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
I think liking or following Fox 9 on any social media platform is a waste of time
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
Agree
Disagree
Neutral
4. Please indicate how likely following Fox 9 posting on either Facebook or Twitter
would lead you to watch a Fox 9 newscast that day.
Not at all
Unlikely
Neutral
Likely
Very likely
Not Sure
5. How often do you currently follow Fox 9 online during an average week?
0
6. How often do you follow OTHER local news organizations online during an average
week?
0
7. What digital devices do you use to access Fox 9? Check all that apply.
iPhone
iPad
Android Device
Blackberry
Work Computer
Home Computer
8. Gender
Male
Female
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18-24
25-54
54 and over
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Fox 5 has established a Monitoring Metro section on the webpage. It allows people to
send in pictures and information whenever there is a problem with the Metro transit
system.
o These are the kind of things that every station should respond to.
o It has to be easy for people to use and respond to, if its hard they wont respond.
RM: Notices that more people are coming to their web page first and he can see it in the retweets.
You can see what the hot button stories are through the retweets.
RM: Toward the end of each afternoon they send out an email to the producers to let them know
what topics are trending and what viewers are retweeting.
RM: The web producers and the EP has Tweet Deck up and running to monitor what people are
saying
Our anchors often Tweet during the afternoon and sometimes even during the breaks in the news.
He adds that the bosses are not too keen on that.
When there is a big news story like Japan we put something out on Facebook and Twitter right
away about whether our viewers knew of anyone in Japan and we got a ton of responses.
RM: On whether Fox 5 is truly embracing social media
Theres a tendency not to embrace this technology because were too busy.
RM: Explain that the producers are now having to make their own graphics and dont have the
time, control room operators have been let go, and theyre all having to juggle more balls.
Q: How many Facebook pages?
Q: How many of your reporters have their own twitter or FB fan pages?
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Rich says most have a personal pagedont know if they have a fan page
Almost all of the reporters Tweet
Q: If I were to put together an online survey of Fox O & Os who should I send it to?
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Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
I have enough time during my work day to monitor the stations social media pages.
Strongly Agree
Disagree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
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Our anchors and reporters contribute to the stations social media efforts.
Strongly Agree
Disagree
Neutral
Disagree
Somewhat Disagree
Strongly
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
Our newsroom staff has an understanding of how viewer social media engagement
could help the station.
Strongly Agree
Disagree
Agree
Our anchors and reporters would be willing to contribute more posts to social media
platforms.
Strongly Agree
Disagree
Somewhat Agree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
We have an executable plan to grow the number of followers to the news departments
officially branded Facebook and Twitter pages.
Strongly Agree
Disagree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
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